| With the high development of civil economy and visible increase of income for people in urban and suburban area,the food and beverage industry has shown the blooming tendency. Besides,it has become the important power to boost the rise of yearly consumption and demand. With the development of the food and beverage industry,great changes have taken place in the supplying markets,consuming philosophy and operating strategies.In this way,it's necessary and crucial to cultivate customer loyalty.Not only can the customer loyalty save returned customer,earned profit but also win public praise to bring newcomers.Therefore,great concerns should be put on the study of customer loyalty and its determinants.On account of the shortage about the study on the customer loyalty of food and beverage industry,this paper discussed the primary determinants of customer loyalty on the food and beverage industry theoretically and practically.The purpose includes:firstly,discuss the determinants of customer loyalty theoretically;secondly,with questionnaire,convenience sample and structural equation model in paper,perceived values and customer satisfaction are chosen to be studied.The relationship between these two determinants and the two aspects of customer loyalty-behavior loyalty and attitude loyalty-are analyzed;at last,some practical suggestions are put forward to the industry on the basis of the study conclusions.This paper uses the method of confirmatory study to establish the theory structure and then verify it in the empirical study.Finally,the theoretical significance and practical sense for the food and beverage industry are summarized.The main conclusions of this paper are:firstly, perceived value has the plus correlation with behavior loyalty while has no direct correlation with attitude loyalty;secondly,customer satisfaction has no direct correlation with behavior loyalty while has plus correlation with attitude loyalty;at last,perceived values have plus correlation with customer satisfaction. |
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